CAMPAIGN DESCRIPTION

Every day we brush our teeth, often without even thinking about it. People don't realize the water they waste by running the tap for up to two minutes is the water some people need for weeks to live.Colgate, in a continuous effort to spread the Save Water campaign across Latin America, decided to interrupt this automated habit and make people come (literally) face to face with the issue.Colgate partnered with Marriott Hotels in Brazil, a country where water shortage has been a major issue, to enable guests to re-evaluate their water use habits.We delivered our conservation message when it mattered the most, right at the moment of tooth-brushing. We brought the water shortage reality to the consumers’ eyes, establishing a visual connection with a child in need of the water they were wasting.

EXECUTION

Colgate installed customized mats in Marriott hotel bathroom sinks. These mats allowed guests to create a visual connection with a child trying to catch the water as it goes down the drain. As guests brushed their teeth, they were reminded that the water they waste while they brush their teeth is the water the child needs. Guests were encouraged to share their experience in social media using the hashtag #EveryDropCounts. In order to add scale, we implemented an integrated PR media plan around the initiative to generate earned conversation and to amplify the message. Additionally, by leveraging top Brazilian influencers on Digital sites, Instagram and Facebook, we expanded the movement even further.Through this media activation, Colgate helped raise awareness about water conservation among Marriott customers throughout a whole month and also prompted word of mouth to reach millions more.

CREDITS

Y&R NEW YORK, USA 
Advertising Agency

RED FUSE COMMUNICATIONS, New York , USA 
Advertising Agency

Mauricio Candela  / Mauricio Candela 
 Photographer

Andreia Abud  / Red Fuse Brazil 
 Media Director                     

Fabiana Delgado  / Burson-Marsteller PR Manager

Ester Ferreira  / Burson-Marsteller 
 Account Executive

2 Irmaos Filmes  / 2 Irmaos Filmes  Production Company 


Laura Bonetti  / MEC Regional Trading

Alejandra Angel  / MEC Account Director 


Ramiro Garcia  / Noise Band

Gloria de la Guardia  / Red Fuse New York / Y&R 
 Global Creative Director

Gerard Garolera  / Red Fuse New York / Y&R 
 Creative Director

Rodrigo Guaxupé  / Red Fuse New York / Y&R Art Director 
           

Daniela Keller  / Red Fuse Brazil Managing Director               

Ge Rocha  / Y&R Brazil 
 Director Corporate Communications                     

Ranjana Choudhry  / Red Fuse New York / Y&R 
 International Managing Director

Fernanda Giacomelli  / Red Fuse New York / Y&R 
 Group Account          

Malia Cone  / Red Fuse New York / Y&R Assistant Account Executive

John Baker  / Red Fuse New York / Y&R 
 Media Director 
    

Adline Melgen  / Red Fuse New York / Y&R 
 Associate Media Director